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Samantha Brown and Kate Taylor, CAADA South West Regional Group: Digital comms for less www.charitycomms.org.uk/events
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CAADA CHARITY COMMS SEPTEMBER 2012
FREE DIGITAL TOOLS
About CAADACAADA is a national domestic abuse charity working to save lives by transforming the way victims are supported.
We provide practical help to support professionals and organisations working with domestic abuse victims. Our aim is to protect the highest risk victims and their children – those at risk of murder or serious harm.
Our goals:
To work in partnership with professionals and organisations to:
• Halve the number of victims experiencing high risk domestic abuse from 100,000 to 50,000.
• Halve the average time it takes victims to seek help from 5 years to 2.5 years.
About CAADAOur approach:
• Second tier – no direct service provision to victims• Funding = statutory grants and fee income • B2B marketing v important, voluntary fundraising not • Move towards local commissioning of stat funded
programmes over the next 3 years
Our audiences:
• Local commissioners• National and local policy makers • Domestic abuse sector organisations and professionals• Multi-agency public and voluntary sector professionals
(police, social workers, health workers, housing, drug and alcohol etc)
About CAADA
• Policy focussed = dry and theoretical subject matter• Website uses web 1.0 static html web pages edited through
Dreamweaver - v retro (not in a good way!)• No ability to upload images or video on our current website • No funding for new website and very limited digital marketing
budget • No CRM
The solution?• Use free / low cost digital tools to build engagement and market
our services in the interim • Produce a digital strategy to shape future approach• Apply for funding using strategy as evidence of thinking
Communication and digital challenges:
Digital Marketing Lifecycle
Source: http://www.leapfrogg.co.uk/how-we-do-it/
Digital Assets - SEMSearch Engine Marketing (Paid & Natural)Google Adwords (free charity grant)
What we are using it for
Building website traffic Mixed paid and unpaid
Benefits
Most common source of traffic Free / Low costs
Tip: Link your adwords and your analytics, particularly around goal tracking
Digital Assets - WebsiteWebsite
What we are using it for Educate audience about who we
are and what services we offer Promotion and marketing Information and support for your
customers Improve customer relationships
Benefits 24 hour global presence Builds customer confidence 100% CAADA brand
Digital Assets - BlogsBlogs - Wordpress
What we are using it for Providing relevant and up-to-date
content to readers Providing content that integrates
with other channels Providing a forum for dialogue
Benefits Low cost Ability to position ourselves as
thought leaders Community building Media and Public Relations Competitive differentiation SEO enhancement Brand building
Digital Assets – EmailEmail Marketing – MailchimpUp to 2000 subscribers, 12000 emails free.
What we are using it for Segmented and tailored
marketing communications Policy and news announcements
Benefits Low cost Personalized/targeted Quick to deploy and receive
response Measurable results Opt-in or unsubscribe options
(focus only on interested parties) High sales conversion, including
repeat sales, up-selling and cross-selling
Tip: Have HTML templates designed and developed
Digital Assets - SocialSocial – Facebook, Twitter
What we are using it for Providing relevant up-to-date content to
audience As a forum for dialogue and feedback Building or expanding our online community Building integrated product/service
marketing and branding efforts Provide content that is integrated with other
online channels
Benefits Direct conversation Connecting to peers Community building Media and Public Relations Ability to demonstrate thought leadership SEO enhancement Brand building
Tip: Sharing news articles is a quick and easy way to communicate with your sector.
ContentTypes of Content
Research Briefings Interviews News from the sector Policy updates
Benefits Demonstration of thought leadership Point of difference Lead generation Shortening the sales cycle through list
subscriptions Better search engine rankings
Tip: Use ‘Add-this’ or ‘Share-This’ buttons on your pages.
Benefits of Analytics
Analytics can inform your digital strategy by improving your understanding of your audience in the following ways:
– what content they like– what devices they like to view it on– conversion rates (so that you can work to
improve them!)– where you are losing customers– which channels perform best for which activity
AnalyticsEvent Tracking
AnalyticsEvent Tracking
AnalyticsOverall Conversions by Channel (Custom Report)
AnalyticsAssisted Conversions (Multi-Channel Funnel Report)
AnalyticsDevice Usage (Standard Report)
Looking Ahead
Ideas for the future include:• New website! (optimised for multiple
devices)• Online course registration• Video using animation• Image library• Social: Infographics, twitter feed for
CAADA research• Email marketing / CRM integration• Private social networks• Customer research• Content curation
Contact us
CAADA@CAADA_UKfacebook.com/CAADA.UK0117 317 8750
Kate TaylorDigital Marketing Executive, [email protected]
Sam BrownHead of Communications, [email protected]